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INTRODUCTION
9
10 Corporate social responsibility
circles. Onida (1968) provided the first modern contribution to this topic
with his normative theory of ‘simultaneous maxima’ (teoria dei massimi
simultanei), according to which, companies should maximize the value
of all corporate stakeholders, rather than focusing on financial perform-
ance and shareholders’ value. From a normative perspective, Masini
(1970) argued that profit does not represent the final aim of a firm, but is
instrumental in satisfying the needs of shareholders and workers. Coda
(1985) pointed out that firms that seek profit maximization at the expenses
of stakeholders’ value are likely to have their financial sustainability
constrained in the long term. Catturi (1994) endorsed a global added-
value approach, similar to the triple bottom line (see Elkington, 1997),
by arguing that a company creates value only if it satisfies all human
needs, that is, the wealth captured by consumers, employees, and sup-
pliers of capital exceeds any external costs (such as environmental costs)
imposed on the surrounding community or on others who are not direct
participants in the enterprise.
Industrial districts and small and medium-sized enterprises (SMEs) have
engaged in sustainable forms of conducting business through the conver-
gence of the interests of shareholders, employees, senior management and
the local communities (Canarutto and Nidasio, 2005).
A recent survey conducted by Perrini et al. (2006), which selected 395
Italian companies that were likely to be ‘CSR sensitive’, found that the
most frequent CSR activities carried out by the Italian companies ana-
lysed are: training activities (89 per cent), safeguarding employees’ health
(82 per cent), support of the local community (72 per cent), support of
cultural activities (70 per cent), and control of product safety (67 per cent)
and its impact on the environment (62 per cent). These companies have
usually adopted CSR tools such as employee involvement programmes
(83 per cent), sponsorships (75 per cent) and donations (51 per cent). As
for the reasons that encouraged companies to adopt socially responsible
behaviour, the most frequent advantages indicated by the companies
were: (i) benefits to company image (90 per cent), (ii) opportunity to
improve relations with the local community (76 per cent) and (iii) ethical
motivations of senior management (56 per cent).
CSR reporting is a central charter for public relations in communicat-
ing an organization’s socially responsible activities and in creating mutual
understanding with its stakeholders in order to achieve legitimacy.1
In addition, stakeholder-oriented reporting, which integrates financial
reporting with social and environmental reporting in a single annual
report, plays an active role in constructing the underlying ideas and
notions of CSR. Such integrated reporting carries out a relevant role to
crystallize abstract concepts, and to help visualize company’s activities.
CSR and integrated triple bottom line reporting in Italy 11
Sabaf Società per azioni (S.p.a.) was founded in the immediate post-
Second World War period in Lumezzane (Lombardy, Italy) by Battista
Saleri and his sons (Sabaf stands for Saleri Battista and sons). The
company began its manufacturing activity in the brass industry, and soon
focused on producing valves for gas cooking appliances. In 1993 Giuseppe
Saleri, son of Battista, bought the shares from some of his brothers and
took over control of the company. In 1998, Sabaf was listed on the Italian
Stock Exchange. Nowadays, Sabaf is a worldwide leading manufacturer
of components for household gas cooking appliances, with a market share
of approximately 50 per cent in Europe and a global share of about 10 per
cent. Its core market consists of the manufacture of household appliances,
in particular of cookers, hobs and ovens.
In 2006 the Sabaf group comprised its parent company (Sabaf S.p.a.)
and four other wholly owned companies: Sabaf Immobiliare S.r.l. and
Faringosi-Hinges S.r.l., both based in Italy, Sabaf do Brasil L.t.d.a.
(Brazil), and Sabaf Mexico SA de cv (Mexico). Sabaf has approximately
12 Corporate social responsibility
600 employees and over 50 per cent of its consolidated turnover comes
from export sales. Therefore it may be considered to be a relatively small
multinational group.
Despite the fact that the Saleri family, via Giuseppe Saleri Società in
accomandita per azioni (S.a.p.a.), still controls 53.81 per cent of the com-
pany’s voting shares and has three of its members on the board of direc-
tors, since 1994 the family has delegated the chief executive officer position
to a professional manager, Angelo Bettinzoli. This was due to the decision
of the major shareholder to separate ownership and management, with the
latter delegated to senior managers led by the CEO.
The corporate governance structure is part of Sabaf’s overall approach
to social responsibility, as claimed by the company in its corporate govern-
ance report. Good corporate governance should ensure that a corporation
performs better and has a better relationship with its stakeholders. In its
corporate governance report, the company clearly states:
The model adopted is based, in the first place, on the decision to achieve strict
separation of the interests and choices of the key shareholder (the Saleri family)
from the interests and choices of the Company and Group, consequently
entrusting corporate management to managers not forming part of the key
shareholder. In order to reinforce this decision, the Saleri family . . . has under-
taken, also via signature of an accompanying agreement, not to hold, executive
offices . . . within Sabaf Group companies. (Sabaf, 2006a)
company directors who have been in their position for more than nine
years during the last 12 years.
In accordance with the recommendations of the Italian Code of Conduct
(ibid., para. 2.C.3), Sabaf set up a lead independent director position, as
the chairman’s position is covered by a controlling shareholder.
Despite the fact that Sabaf complies with the key recommendations
of the Italian Code of Conduct, it has not set up a nomination commit-
tee. This choice is common among Italian listed companies, which are
characterized by the presence of a controlling shareholder (see Melis,
2006). However, in Sabaf the lack of a nomination committee is combined
with the fact that the voting list system (also known as ‘slates’) for the
appointment of directors has not yet been adopted.
The board of directors is wholly appointed by the Saleri family, with no
representation of minority shareholders. However, Sabaf will introduce
14 Corporate social responsibility
a slates system for the next board elections, in compliance with the 2006
Italian Consolidated Law on Finance. The purpose of this change is to
ensure that at least one member of the board is appointed by minority
shareholders.
The board of statutory auditors comprises three independent audi-
tors, one of whom, the chairman, has been appointed by the minority
shareholders, as required by Italian corporate law (Sabaf, 2006a).
The financial, social and environmental information provided by Sabaf
in its integrated annual report is audited by A.G.N. Serca, a local audit-
ing firm, for its financial content, and by KPMG for its social and
environmental content.
● promoting the values of thought and belief that express the com-
pany’s commitment to invest in the development of its employees’
skills, and to promote the innovation of its products;
● promoting the value of action, which expresses the commitment to
ensure the safety of its staff and customers through research and
development (R&D) of new systems that guarantee a continued
improvement of the processes and product quality. Sabaf is com-
mitted to promoting the safety culture through a communications
policy on the external environment;
● promoting the value of communication, which expresses the
commitment to conduct a continuing transparent dialogue with
its stakeholders. The different stakeholders are informed about
company policy and choices. Thus, they can monitor whether their
expectations are met.
Sabaf published its first social report in 2000 (Sabaf, 2000). Since then it
has followed the guidelines suggested by GBS (2001), in accordance with
GRI indicators (GRI, 2000).
Zambon and Del Bello (2005) argued that the reporting process may
play an active role in putting CSR into practice: (i) directly, through the
narrative parts which contain definitions and descriptions of the stake-
holder-oriented activities performed, and/or (ii) indirectly, through the
structure and content of the data reported.
In its socially responsible management system, the Sabaf management
runs the company, taking into account its financial, social and envi-
ronmental impact. To do so, Sabaf implements ProGReSS©, a socially
responsible management system for sustainable development. Sabaf’s case
study shows that a social report is not only a communication device, but it
may also become a strategic management tool, in compliance with a triple
bottom line approach.
CSR and integrated triple bottom line reporting in Italy 17
From 2000 to 2006, Sabaf’s social report structure (see Sabaf, 2000–
2006b) has improved considerably, increasing its ability to disclose key
information to its users (see Table 1.2).
In 2000 and 2001, the social report was composed of the following five
sections (or chapters), preceded by a methodological introduction and
followed by a statement of procedural compliance (Table 1.2):
Since 2005, Sabaf’s integrated annual report has comprised four sec-
tions (Table 1.2). Social and environmental information is contained in
the first and second sections, with the exception of the directors’ report on
consolidated financial statements.
Identification of Stakeholders
Environment
Competitors
Suppliers
Employees
Creditors
Sabaf
Customers
Shareholders Public
Administration
Community
agents and other people who represent Sabaf in the outside envi-
ronment and look after the company’s relations with stakeholders.
They are biennially involved in a satisfaction survey, which estimates
employees’ identification with the company’s mission;
● shareholders: the majority shareholder (the Saleri family) and minor-
ity shareholders, such as Italian and international institutional inves-
tors, and private shareholders. Financial analysts and institutional
investors are involved via questionnaires and personal meetings
with senior management;
● customers: producers of domestic electrical goods, from large multi-
nationals to niche SMEs, who are involved in a biennial satisfaction
survey, via the corporate website, and personal meetings;
● suppliers: raw materials, machinery, equipment, goods, and services
suppliers, who are involved through biennial meetings and surveys;
● creditors: banks and other financial institutions that contribute to
the financial support of the company;
● competitors: companies which make components for domestic gas
cooking appliances;
● public administration: central government bodies and agencies,
regional governments, local authorities, and public agencies, which
CSR and integrated triple bottom line reporting in Italy 21
Note: * In 2000 and 2001, Community includes both people and the environment.
in the ‘Community’ section (see Table 1.3). Since 2002, the environment
has been assigned a specific section, ‘Environmental performance’, which
has been given the same importance as ‘Social performance’. Sabaf’s
environmental policy and impact have been analysed in more depth, by
reporting an increasing number of indicators. The choice of the company
to report its environmental policy and impact is the result of its com-
pliance with ISO 14001, a continuous-improvement-oriented standard,
based on the ‘plan–do–check–act’ methodology. Since 2002, environmen-
tal information has been provided in compliance with the first step of ISO
14001 (Plan). Since 2005, Sabaf has prepared an integrated annual report
and the environment has been inserted into the ‘Social and environmental
performance’ section, together with other stakeholders.
Financial Indicators
Donations
Company 0.1%
14.5%
Borrowed
capital 1.4%
Public
administration
20.6%
Human Capital
Structural Capital
Roos (1998: 151) defined structural capital as ‘the extension and man-
ifestation of human capital into innovation, business processes and
28 Corporate social responsibility
Relational Capital
Social Indicators
Environmental Indicators
greatest efficiency and the lowest consumption. The Sabaf annual report
contains several environmental performance indicators suggested by GRI
(2002), which include:
CONCLUSIONS
Sabaf represents a case of good CSR practice in Italy. This case study has
illustrated how:
DISCUSSION QUESTIONS
2. What does a triple bottom line approach mean? How does Sabaf put
it into practice?
3. Who are the key corporate stakeholders? How does the Sabaf
management interconnect with each of them?
4. How can a company measure its social and environmental perform-
ance? Critically evaluate Sabaf’s triple bottom line reporting.
5. What active role is played by integrated reporting in CSR? Critically
discuss this, using evidence from the Sabaf case.
6. How is corporate governance linked to corporate social respon-
sibility?
7. To what extent does a company engage with its stakeholders to seek
social legitimacy rather than actual social responsibility? Critically
discuss this, using evidence from the Sabaf case.
ACKNOWLEDGEMENTS
We would like to express our gratitude to Chris Mallin for her comments
on previous versions of this work. This chapter is the result of a joint
effort of all three authors. In particular, Andrea Melis wrote the introduc-
tion and the section ‘Company profile and corporate governance’, Silvia
Carta wrote the sections ‘Corporate identity and charter of values’ and
‘Social and environmental reporting and key performance indicators’,
while Silvia Del Rio wrote ‘Values distribution to corporate stakeholders’.
Conclusions and key learning points are to be attributed to all authors
jointly.
NOTES
1. Legitimacy theory predicts that companies adopt environmental and social responsibil-
ity reporting (in addition to financial reporting) to legitimize their operations within the
society (see, for example, Epstein and Votaw, 1978).
2. Ethibel is an independent consultancy agency for socially responsible investments that
advises banks and brokers, offering ethical savings accounts and investment funds. In
order to guarantee the quality of such financial products, Ethibel has its own European
quality label. The criteria for the social–ethical company screenings, which shape the
characteristics of investment funds accredited with the Ethibel label, cover all aspects of
CSR.
3. Kempen SNS SRI is the first index for socially responsible European small-caps (com-
panies with small-capitalization).
4. ISO 14001 provides the guidelines for an environmental management system that
enables an organization to develop and implement a policy and objectives which take
into account legal requirements and information about significant environmental
aspects (ISO, 2004).
CSR and integrated triple bottom line reporting in Italy 37
5. SA8000 (SAI, 2005) is a global social accountability standard for decent working condi-
tions, developed and overseen by Social Accountability International. It is based on the
UN Universal Declaration of Human Rights, Convention on the Rights of the Child
and various International Labour Organization (ILO) conventions.
6. GBS (Gruppo di studio per il Bilancio Sociale) is an Italian special interest group com-
posed of academics, auditors, and other CSR experts, which published the first Italian
guidelines for the preparation and presentation of social reports in 2001.
7. The AA1000 Framework was developed by the Institute of Social and Ethical
Accountability (ISEA) to help organizations build their accountability and social
responsibility through quality social and ethical accounting, auditing and reporting.
8. Global Compact is an international initiative that includes thousands of companies
together with UN agencies, labour and civil society to support universal environmental
and social principles.
9. The Italian Stock Exchange has attempted a market-based approach to improving
Italian governance in 2000 with the introduction of STAR (‘market for shares with
high requirements’), a mid-cap corporate governance segment which certifies listed
companies that comply with superior standards of internal control and monitoring. The
Italian Stock Exchange aimed to promote ‘good corporate governance’, by providing
discerning investors with the ability to immediately identify and invest in companies
that meet stringent corporate governance guidelines.
10. The Social and Ethical, Auditing and Accounting Network (SEAN) is an Italian con-
sortium founded by KPMG and a national consulting firm. Its aim is to promote a CSR
management system, ProGReSS©.
11. Founded in 1989, Istituto Europeo per il Bilancio Sociale (IBS) is an Italian private con-
sulting firm, whose activities have been focused on developing guidelines for preparing
and presenting social reports.
12. The AA1000 Stakeholder Engagement Standard (AA1000SES) is a generally applicable
framework for improving the quality of the design, implementation, assessment, com-
munication, and assurance of stakeholder engagement developed by the ISEA.
13. Sabaf assumes that its intellectual capital may be fostered through the reinforcement of
its human capital, via the increase of employees’ skills, identification and satisfaction.
Human capital fosters the development of its organizational capital (operational know-
how and process improvements) ensuring a further development of relational capital (in
terms of improving stakeholders’ engagement).
14. Performance indicators suggested by GRI (2002) are classified as core and additional
indicators. Core indicators are generally applicable and are assumed to be material
for most organizations. Additional indicators represent emerging practices or address
topics that may be material for some organizations, but not for others (ibid.).
15. These data do not include strike hours due to external reasons related to the renewal of
the national collective labour contract.
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